Factor loadings.

Social media is emerged as a powerful communication tool over the past ten years. The Z generation’s green buying habits and purchase intentions are being reshaped by social media, which is helping to advance the development of a sustainable environment. The consumption of non-organic products has raised carbon emissions, so changing consumption patterns and purchase intentions is necessary for a more sustainable future. Moreover, earlier literature has the absence of a comprehensive behavior change model that explains the mechanism through which social media influences sustainable behaviors This study explores that how social media affects patterns of consumption for Z generation of China while considering the role of environmental concerns, subjective norms, eco-branding and eco-labeling on the basis of theory of planned behavior. A questionnaire is used to get information from the 563 Z generation respondents of China. The data is analyzed using Smart-PLS and empirical outcomes show that social media has a statistically significant influence on shaping and affecting green consumption behavior of China’s Z generation because it has the potential to reach a vast audience and spread awareness about environmental issues, leading to increased intention towards a sustainable environment and reduction in carbon emissions. It also provides a platform for individuals to express their opinions and engage in discussions on environmental issues. These developments are promising for the future of environmental sustainability as they indicate a growing interest in preserving the planet among the Z generation of China. It can be recommended as a policy tool that government and other organizations should support the development of informative content on social media platforms, highlighting the importance of environmental sustainability and eco-friendly habits.

近十年来，社交媒体已崛起为极具影响力的传播工具。Z世代（Generation Z）的绿色消费习惯与购买意向正受到社交媒体的重塑，而这一进程亦助力可持续环境的建设发展。非有机产品的消费加剧了碳排放，因此调整消费模式与购买意向，是迈向更可持续未来的必要之举。此外，既往研究文献中仍缺乏一套完整的行为改变模型，用以阐释社交媒体影响可持续性行为的内在机制。本研究基于计划行为理论（Theory of Planned Behavior），纳入环境关切、主观规范、生态品牌（eco-branding）、生态标签（eco-labeling）的作用维度，探讨社交媒体如何影响中国Z世代的消费模式。本研究通过问卷调研，从中国Z世代群体中收集了563份有效样本数据。研究采用Smart-PLS软件对数据进行分析，实证结果表明：社交媒体对中国Z世代绿色消费行为的塑造与影响具有统计学显著性——因其能够触达海量受众并传播环境议题相关认知，进而提升大众对可持续环境的关注意向，减少碳排放。同时，社交媒体亦为公众提供了表达观点、参与环境议题讨论的平台。上述发展态势对环境可持续的未来而言颇具前景，这表明中国Z世代群体正展现出愈发浓厚的地球保护意愿。据此可提出政策建议：政府及其他相关机构应支持社交媒体平台上环境可持续与环保习惯相关科普内容的创作与传播，以强化大众对其重要性的认知。